Customer Experience: What is the Opposite of Convenience?
If your answer to this question is — inconvenience — you may be losing customers without knowing it.
To a customer the opposite of convenience isn’t inconvenience.
It’s a reason to be angry.
It’s a reason to rant on social media.
It’s a reason to consider your convenient competitors.
It’s a reason to leave.
Customer Experience: What is the Customer Actually Buying?
A fast food customer service story about a very upset customer is all over the Internet. A drive-through customer stressed “absolutely no ketchup on my burger”. When the customer left the drive-through and opened the bag, there was ketchup on the burger. The customer then came inside and raged on about the mistake.
Why is the customer SO upset?
It’s not because of the inconvenience of the mistake. The customer is very upset because they bought convenience and received everything but that. When a customer considers where they will eat and chooses a fast food drive-through, it’s not just for the food. It’s for the convenience! Convenience represents ease. This customer experience was difficult.
The Customer Experience Convenience Connection
Customers expect convenience whether your brand is directly selling convenience (like fast food chains) or not. Customers like to connect with brands that make the experience easy! Convenience feels good. It brings customers back.
Find the inconvenience in customer experience and replace it with the convenience connection.
Where to look …
- In your standard procedures. Businesses spend a great deal of time training employees on standard processes in the hopes of ensuring a consistently high quality customer experience. Yet not every customer wants the same thing. To deliver convenience, think flexible not standardized. Train employees on listening for special requests and following through.
- In confusion. How do your employees act in the midst of confusion? Do they resort to standard procedures or do they ask questions to clear up the current confusion? The former can create customer unrest. The latter delivers superior customer experience.
- In the micro view. When employees perform the task without knowing the true purpose of the task, customer experience suffers. Fast food drive-through lanes were not invented because people prefer eating food from a paper bag. Convenience sells and sells and sells! Do your employees know that?
- In your silos. Customer experience convenience evaporates when teams are not working together. Do cross-teambuilding to ensure a convenient customer experience.
- In lack of attention. Superior customer experience requires great focus on each customer’s request. Do your sales teams hear each customer’s true need before closing the sale? If not, the fulfillment teams will be generating inconvenience. The customer service teams will face the irate customer. Seek and destroy robotic thinking and replace with true attention to superior customer experience.
Where else have you found a lack of convenience affecting customers?
It’s a critical question. Never underestimate the value of convenience in any price point of customer experience. From budget products and services to high-end elegance, convenience and ease is key!
I would be pleased to work with you and your teams to increase the ease your customers have with you and your business.
From my professional experience to your success,
Kate Nasser, The People Skills Coach™
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Kate Nasser, The People Skills Coach™, delivers coaching, consulting, training, and keynotes on leading change, employee engagement, teamwork, and delivering the ultimate customer service. She turns interaction obstacles into interpersonal success. See this site for workshop outlines, keynote footage, and customer results. Kate also invites you to connect with her on Google+, LinkedIn, and Twitter. She welcomes your interaction!